KULAKTAN KULAĞA İLETİŞİM: ALIŞVERİŞ MERKEZİ MÜŞTERİLERİ ÜZERİNDE BİR PİLOT ÇALIŞMA

Yıl 2010, Cilt: 24 Sayı: 3, 95 - 115, 06.07.2011

Zuhal Çilingir Salih Yıldız Hüseyin Sabri Kurtuldu

Öz

Çalışmanın amacı “alışveriş atmosferinde algılanan olumlu ve
olumsuz etkiler” ve “hizmet kalitesi” değişkenlerinin, “hizmetten sağlanan
faydasal ve hedonik değer” ve “müşteri memnuniyeti” üzerindeki; değer ve
memnuniyet değişkenlerinin ise “kulaktan kulağa iletişim” üzerindeki etkileri
araştırmaktır. Araştırmanın örneklemi İstanbul ilinin her iki yakasında bulunun
400 alışveriş merkezi müşterilerinden oluşmaktadır. Araştırmada yer alan
ölçeklerin güvenilirlikleri Cronbach Alfa yöntemiyle test edilmiştir. Sonrasında,
Çoklu Regresyon analizinden yararlanılarak araştırma hipotezleri test edilmiştir.
Sonuçlar, faydasal ve hedonik değer ile hizmet kalitesinin müşteri memnuniyeti
üzerinde; faydasal ve hedonik değer ile müşteri memnuniyetinin de kulaktan
kulağa iletişim üzerinde olumlu yönde etki yarattığını göstermiştir.

Anahtar Kelimeler

Kulaktan kulağa iletişim, alışveriş atmosferi, faydasal ve hedonik değer, müşteri memnuniyeti, hizmet kalitesi

Kaynakça

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